Subscribers are website visitors that have submitted their email address via a subscriber sign up form in exchange for content. They’ve expressed interest a high-level interest in your brand, but you now you need to leverage content in email to nurture them down your buyer's funnel.
Subscribers generated from content are inherently colder than those generated from a promotion or product ad. We'd recommend setting up a new list in your ESP (Email Service Provider) exclusively for content subscribers in order to send them a targeted welcome drip.
Here is a sequence that is generally successful:
- Send an autoresponder welcome email that welcomes them to the community and offers another article (make sure you aren't sending locked articles in email!)
- A few days later, send a mid-funnel piece of content on the same topic. Begin to add relevant products to your email.
- A few days later, send another content + product email. Make sure the featured products are related to the content the subscriber has been reading.
- Add subscribers to your email newsletter list when the sequence is complete, whether they’ve made a purchase or not.